000 02306nam a22003617a 4500
001 sulb-eb0016371
003 BD-SySUS
005 20160405135335.0
008 110111s2011||||enk o ||1 0|eng|d
020 _a9780511997686 (ebook)
020 _z9781107011977 (hardback)
020 _z9781107628366 (paperback)
040 _aUkCbUP
_beng
_erda
_cUkCbUP
_dBD-SySUS
050 0 0 _aHF6146.I58
_bJ37 2011
082 0 0 _a659.14/4
_222
100 1 _aJansen, Jim,
_eauthor.
245 1 0 _aUnderstanding Sponsored Search :
_bCore Elements of Keyword Advertising /
_cJim Jansen.
264 1 _aCambridge :
_bCambridge University Press,
_c2011.
300 _a1 online resource (298 pages) :
_bdigital, PDF file(s).
336 _atext
_btxt
_2rdacontent
337 _acomputer
_bc
_2rdamedia
338 _aonline resource
_bcr
_2rdacarrier
500 _aTitle from publisher's bibliographic system (viewed on 04 Apr 2016).
520 _aThis book addresses the underlying foundational elements, both theoretical and methodological, of sponsored search. As such, the contents are less affected by the ever-changing implementation aspects of technology. Rather than focusing on the how, this book examines what causes the how. Why do certain keywords work, while others do not? Why does that ad work well, when others that are similar do not? Why does a key phrase cost a given amount? Why do we measure what we do in keyword advertising? This book speaks to that curiosity to understand why we do what we do in sponsored search. The content flows through the major components of any sponsored search effort, regardless of the underlying technology or client or product. The book addresses keywords, ads, consumers, pricing, competitors, analytics, branding, marketing and advertising, integrating these separate components into an incorporated whole. The focus is on the critical elements, with ample illustrations and with enough detail to lead the interested reader to further inquiry.
650 0 _aInternet advertising
650 0 _aInternet searching
650 0 _aKeyword searching
650 0 _aSearch engines
650 0 _aBranding (Marketing)
776 0 8 _iPrint version:
_z9781107011977
856 4 0 _uhttp://dx.doi.org/10.1017/CBO9780511997686
942 _2Dewey Decimal Classification
_ceBooks
999 _c37809
_d37809